Blog | Gilbane.com

Speaker Spotlight: Mayur Gupta – Web Content Management – Not the Only Cog in the Wheel

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Mayur Gupta, Global Head, Marketing Technology, Kimberly-Clark. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Mayur Gupta on Web Content Management at Gilbane Conference

Speaker Spotlight: Mayur Gupta

Global Head, Marketing Technology

Kimberly-Clark

Do you think “web content management” should be the hub of digital experience management implementations? If so, should it have a new name to match an expanded role? If not, what should be at the center?

It’s a great question. Often as marketers and technologists, we get excited with naming conventions & terminologies and get swayed away by new, shiny objects. Back to the question though, I strongly believe that there is no CENTER or HUB for digital experience management anymore, the entire ecosystem is the center. What does that mean? The challenge as well as the opportunity in the marketing technology landscape lies in the inter connectivity (data & context) between the different technology layers and components. It’s like a bicycle wheel with many cogs, Web content management or Digital Experience Management is just one of them, if you move the wheel forward or backward, you’ll have another cog appearing to be the center. For instance, data analytics & CRM is equally central to driving personalized consumer experiences but either of them (WCMS or Analytics) in isolation is incomplete. The simultaneous diversification and consolidation of various technology providers and platforms is an effort to address this challenge — making the ecosystem as the center instead of a particular technology or platform.

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

I head the global marketing technology capability @ Kimberly Clark, so in that regard yes we do have the “marketing technologist” role in our organization and we are expanding it each day. We are one of the very few Fortune 500 companies that have acknowledged the massive transformation in business at the intersection of Marketing & Technology, so I have a lot of respect for my leadership for being one of the pioneers in this space. Having said that, “marketing technology” as a role is just a nomenclature, what is critical is the concept of “marketing technology” as a capability, regardless of organizational boundaries, titles and ownerships.

Marketing technology is a progressive outcome of the dramatic evolution in the digital landscape within the last decade, with an extremely demanding, strong and in-control consumer at the epicenter. This evolution and innovation has reduced the conventional gulf between consumer experiences, marketing strategies and technologies that enable them to the extent that technology itself is the experience now. We can no longer define brand strategies in isolation from technology or build technology roadmaps without connecting it to consumer experiences that enable brand strategies. And, that is the role of a “marketing technologist” – connecting & combining brand strategies, creative consumer experiences with emerging and innovative technologies. Besides the technology landscape itself, marketing technology demands a more agile, nimble and lean perspective to technology innovation and adoption and therefore it requires more of a behavioral, mindset and cultural shift as compared to the conventional ways of technology delivery.

Marketing technology is no longer an option but a necessity for brands that want to market in a digital world and engage with a digital consumer anytime anywhere & every time everywhere.

Catch Up with Mayur at Gilbane

Track C: Content, Marketing, and the Customer Experience

C1. Q&A with Real Live Marketing Technologists
Tuesday, December, 3: 1:30 p.m. – 3:30 p.m.

Follow Mayur on Twitter – @inspiremartech.

Complete Program Conference Schedule Register Today

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Speaker Spotlight: Arjé Cahn – What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels?

In another installment of Speaker Spotlight, we posed one of our frequently asked questions to speaker Arjé Cahn, CTO at Hippo. We’ve included his answer that question here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Arje Cahn headshot

Speaker Spotlight: Arjé Cahn

CTO

Hippo

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge?

One of the biggest challenges for delivering multichannel content is getting the people inside your organization to look past modes of distribution and think instead in terms of target audiences.  It’s important to remember that ultimately, it’s the customer choosing the channel—be it web, mobile or any upcoming digital channel. You’ve got to abstract from the idea that you’re “managing a website” and think instead of managing content, and make sure the content created makes for an optimal experience for every channel.

The challenge, in other words, is understanding your audiences. It’s important to remember that they are plural and varied. You’ve got to know who they are, what their background is, what they want—and respond accordingly, with the best personalized content. This is a business challenge that Hippo helps to solve. We help discover and understand audiences—and engage these different audiences in an understandable fashion. Hippo provides real time visitor analysis—allowing you to monitor who is experiencing your site, and keep track of the content they engage with.  With this analysis, you can see patterns over time, and turn them into personas. There’s no need to rush into targeting by applying preconceived personas to visitors. Hippo supports you in the process, providing the tools and analysis to discover personas and audiences that you might be missing out on. We help you discover and understand your audiences in an organic way—the first step to creating optimal content and customer experience.

Catch Up with Arjé at Gilbane

Track C: Content, Marketing, and the Customer Experience

C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
Wednesday, December, 4: 2:00 p.m. – 3:20 p.m.

Follow Arjé on Twitter - @arjecahn.

Complete Program Conference Schedule Register Today

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Speaker Spotlight: Jake DiMare – Web Content Management Hub, Multiple Channels, and Marketing Technologists

In another installment of Speaker Spotlight, we posed three of our frequently asked questions to speaker Jake DiMare, Senior Project Manager at ISITE Design. We’ve included his answers to those questions here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Jake DiMare - Gilbane Conference

 

Speaker Spotlight: Jake DiMare

Senior Project Manager

ISITE Design

Do you think “web content management” should be the hub of digital experience management implementations?

My personal perspective is the customer is at the center and everything else orbits around them. Thus, if I must use a label, customer experience management makes the most sense to me. That said, and to extend the metaphor, I do think content management is the hub of technology in the ‘low customer orbit’. I believe customers make decisions about where to focus their attention in the digital world based on the content available and so it stands to reason the technology that delivers your content must be rock solid.

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels?

To borrow an acronym from NPR (National Public Radio), in my humble opinion, the best strategy is COPE or “Create Once Publish Everywhere”.

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

Frankly, ‘Marketing Technologist’ has been an imperative, existing role within digital agencies and on the client side for over a decade. Whether the need is recognized and respected is the real question… And so the title and associated job description are laggards. Predictably, the result is many people within an organization will wear the marketing technologist hat.

In the most practical sense, if your organization engages with customers through any digital channels, whether you want it or not, somebody at some point will play the role of marketing technologist. The size of your organization will certainly dictate when this becomes a full time job or jobs, but the following responsibilities will always need attention:

  1. Coordinating internal and external digital strategists, designers and engineers for the purpose of designing, building and maintaining digital properties.
  2. Working with content strategists to ensure a seamless transition of content across channels.
  3. Coordinating with traditional marketing to ensure digital channels are aligned with overall initiatives.
  4. Measurement and optimization of customer engagement through existing digital channels using analytics and reporting.
  5. Looking forward to determine how to engage audiences with emerging technology.
  6. Understand and grow customer engagement management.
  7. Work with brand strategists to ensure the overall digital customer experience is aligned with brand values.
  8. Accountable for digital projects.

 

Catch Up With Jake at Gilbane

Track E- E5. Incorporating Content Strategy into Your Project: Why and How?
Wednesday, December, 4: 9:40 a.m. – 10:40 a.m.

Hear more from Jake when you subscribe to his blog, The CMS Myth.

Complete Program Conference Schedule Register Today

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Press Release: Gilbane Conference Keynotes Share Strategies for Building Next-Generation Digital Experiences

Gilbane Conference 2013, Banner, Content and the Digital Experience

The rapid-fire format allows attendees to get the most from their keynote experience

Boston — October 10, 2013BUSINESS WIRE – The Gilbane Conference 2013 (http://gilbaneconference.com), now in its 12th year, taking place December 3–5 at the Westin Boston Waterfront, features a stellar mix of leading industry practitioners and analysts in its two keynote sessions.

In the first keynote session, hear from two marketing executives at global organizations who have critical responsibilities for digital experience strategy and delivery. Our third speaker, a technologist who co-founded a company to help brands and agencies implement digital experiences, authors the well-known and highly Chief Marketing Technologist blog covering the intersection of marketing and technology.

The keynotes, scheduled on Tuesday, December 3 at 8:30 a.m., and 11:00, a.m., are moderated by conference founder and chair, Frank Gilbane. The first features the following speakers and topics:

  • Sara Larsen, Vice President, Digital Marketing, SAP
    Squeeze Every Penny Out of Your Content Investment
  • Meghan Walsh, Senior Director, eCommerce Platform System Management, Marriott International
    Rethinking Content Delivery: Moving Beyond a Traditional Web Content Management Approach
  • Scott Brinker, Founder & CTO, ion interactive, inc., and Author, Chief Marketing Technologist Blog
    What Is a Marketing Technologist?

“One of the unique benefits of our conferences is that we always include industry analysts from multiple competing firms to ensure our conference attendees hear differing opinions so they can make better informed decisions” says Gilbane Conference founder and chair, Frank Gilbane. “In our second keynote session, we have senior analysts from Gartner, Forrester, and Real Story Group. Each will address a topic crucial to digital experience strategies for customers and employees.”

Speakers and topics include:

  • Jake Sorofman, Research Director, Marketing Leaders Research Team, Gartner
    Move Over Big Data — Here Comes Big Content!
  • Stephen Powers, Vice President and Research Director, Forrester Research
    The Context Conundrum?
  • Tony Byrne, Founder, Real Story Group
    ShakesPoint: What the Bard Could Teach Us About SharePoint — And the Digital World

To register to attend the Gilbane Conference 2013 go to https://secure.infotoday.com/forms/default.aspx?form=gil2013 or phone 1-800-300-9868. For a limited time, those who sign up for the ConferencePlus Pass will receive a Google Nexus 7.

Media registration is open to working journalists and analysts with commercial news organizations and research firms. To register for free, please go to .

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About Bluebill Advisors and Gilbane.com
Gilbane.com was launched in 1996 by Frank Gilbane. Bluebill Advisors, Inc. is a technology analyst firm focused on disruptive information technologies and their potential for strategic application. The firm has advised hundreds of organizations representing a wide range of industries and has helped executives responsible for a variety of functions, including corporate strategy, marketing, investment, product development and support, engineering, and publishing. Bluebill has created the program and chaired the Gilbane Conferences since its inception in 2002.

About Information Today, Inc.
Information Today, Inc., (www.infotoday.com) is a leading publisher and conference organizer in the field of technology and technology applications in today’s enterprise. In addition to producing the KMWorld, CRM Evolution, and Customer Service Experience conferences, Information Today, Inc. publishes KMWorld, EContent, and CRM magazines and their corresponding websites (www.destinationCRM.com, www.econtentmag.com, and www.kmworld.com). The company also publishes Streaming Media and Speech Technology magazines and organizes several other technology conferences including the Gilbane Conference.

Contact:

Information Today
Misty Simms, 859-278-2223
msimms@infotoday.com

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Speaker Spotlight: Lindy Roux – Multi-channel Content

In our second installment of Speaker Spotlight, we pose a few of our frequently asked questions to speaker Lindy Roux, Principal Content Strategist at Siteworx. Be sure to see additional Speaker Spotlights from our upcoming conference.

Lindy Roux Siteworx | Gilbane Conference speaker
Speaker Spotlight: Lindy Roux

Principal Content Strategist

Siteworx

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

With the explosion of digital devices and channels, the need to centralize content delivery is increasingly important. Create once, publish everywhere, but in a contextually relevant way. This requires an integrated content strategy, a versatile or flexible organizational structure and the right technology suite. A multi-channel content approach allows for:

  • Efficiency –  a way to streamline the overall editorial process
  • Consistency – seamless messaging, voice, and tone across the digital landscape
  • Agility – ability to adapt to new channels and technologies more quickly

Major challenges that we have observed are:

  • A siloed organizational structure that is not conducive to integrated strategy
  • A lack of, or minimal investment in content strategy and governance
  • A less-than-clear understanding of user context to help to drive digital strategy

Catch Up With Lindy at Gilbane:

Workshop B – Engineer Seamless Experiences Across Every Digital Touch Point
Thursday, December, 5: 9:00 a.m. – 12:00 p.m.

Find out more about this workshop and our conference sessions here.

Be sure to follow Lindy and Siteworx on Twitter @lindroux and @siteworx 

Complete Program Conference Schedule Register Today

 

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We want to connect with you before the conference!

With so many sources of information out there we want to make sure you are getting the most up-to-date, accurate information about Gilbane Conference. Make sure you are following us on the official social media accounts for Gilbane:

Twitter:          @gilbane  #gilbane

Facebook:     Gilbane Conferences

LinkedIn:      Gilbane Conference

Google +:      Gilbane Conference

These accounts are more than us posting about sessions, tracks, and sponsors. We want to connect you with speakers and other attendees. Feel free to start a discussion, ask us questions, and interact! Let’s start the conference experience before December!

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Guide to “Virtual tracks” at the Gilbane Conference

Many of you will have already seen the program for the upcoming Gilbane Conference, which is organized into four tracks. But with 38 conference sessions and workshops, 90 107 speakers, and the variety of overlapping and related topics associated with content, marketing, and digital experience, it can be challenge choosing which sessions to attend. So in addition to our formal tracks, which are the best place to start, below we have created some informal suggestions for “virtual tracks” based on specific topics. These are meant to help you create your own custom program, but you will still need to check the conference schedule to make sure individual sessions don’t conflict.

Note that the Keynote sessions are not included below since they touch on a wide range of topics and are designed for all attendees.

Formal tracks

See the conference program for details on our formal tracks:
Keynotes
Track C: Content, Marketing, and the Customer Experience
Track E: Content, Collaboration, and Employee Engagement
Track T: Re-imagining the Future: Technology and the Postdigital Experience
Track P: Digital Strategies for Publishing and Media.

Virtual tracks

Mobile:

C2. Responsive Design and the Future of Digital Experiences
C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
T1. Are You Leveraging All the Mobile Technologies Required for Competitive Mobile Engagement?
T5. How Should Your CMS Fit into Your Mobile Strategy?
T6. How to Build an Enterprise Mobile Strategy for Content Applications
T7. Have You Talked To Your Refrigerator Today? Content and User Experience Design for the Internet of Smart Things
P2. Multi-channel Publishing and Content Reuse
Workshop F. Designing Modern Innovative Intranets – From Good to Great and Mobile Too!

User Experience, Visualization, & Design:

C2. Responsive Design and the Future of Digital Experiences
C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
C9. Your Site Needs Improvement!
T1. Are You Leveraging All the Mobile Technologies Required for Competitive Mobile Engagement?
T2. New Techniques for Designing Digital Experiences: Empathy, Animation, Visualization
T7. Have You Talked To Your Refrigerator Today? Content and User Experience Design for the Internet of Smart Things
Workshop F. Designing Modern Innovative Intranets – From Good to Great and Mobile Too!

Content Strategy:

C5. Content, Context, and Educational Marketing
C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
C10. Content Strategies: Customer Experience, Competition, Content Marketing and Curation
E3. Metadata Enhancement for Improved Content Management – Taxonomies and Governance – a Panel Discussion
E5. Incorporating Content Strategy into Your Project: Why and How?
T3. How to Make Authors and Content Strategists Happy, and Content Creation Efficient
T7. Have You Talked To Your Refrigerator Today? Content and User Experience Design for the Internet of Smart Things
P2. Multi-channel Publishing and Content Reuse
P3. Content Optimization for Publishers – Two Under-appreciated Approaches
P4. Two Ways to Improve Content Monetization – Big Data Personalization and Long Tail Reuse
Workshop B. Engineer Seamless Experiences Across Every Digital Touch Point

Content Marketing:

C5. Content, Context, and Educational Marketing
C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
C9. Your Site Needs Improvement!
C10. Content Strategies: Customer Experience, Competition, Content Marketing and Curation
P1. Digital Strategies for Publishing and Media Track Opening Panel

Content Monetization:

E6. Knowledge Integration through Collaboration among Healthcare Stakeholders
P1. Digital Strategies for Publishing and Media Track Opening Panel
P4. Two Ways to Improve Content Monetization – Big Data Personalization and Long Tail Reuse
P5. The Future of Digital Advertising – What Publishers and Marketers Need to Know
Workshop E. Great Ideas Need the Right Metrics to Flourish; Building the Analytics You Need to Monetize Your Innovation

Data and Analytics:

C6. How Digital Marketers Must Move Beyond Business as Usual to Succeed
C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
T4. When do You Really Need Big Data Technologies versus More Familiar Information Management Tools?
P4. Two Ways to Improve Content Monetization – Big Data Personalization and Long Tail Reuse
Workshop E. Great Ideas Need the Right Metrics to Flourish; Building the Analytics You Need to Monetize Your Innovation

Marketing Technology / Technologists:

C1. Q&A with Real Live Marketing Technologists
C8. Pardon the Digital Interruption
E4. Evaluating Collaboration and Social Software Options for Your Digital Workplace
T2. New Techniques for Designing Digital Experiences: Empathy, Animation, Visualization
P5. The Future of Digital Advertising – What Publishers and Marketers Need to Know
Workshop A. Insider’s Guide to Selecting Web Content & Experience Management (WCM) Technology

Technology Decisions:

C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
E4. Evaluating Collaboration and Social Software Options for Your Digital Workplace
Workshop A. Insider’s Guide to Selecting Web Content & Experience Management (WCM) Technology
Workshop D. POCs with a Pay-off; Staging Product Proofs of Concept for Successful Outcomes

Globalization:

C4. How Do You Implement Global Digital Experience Management?
Workshop C. Unleashing the Value of Global Information Management

 

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Speaker Spotlight: Brian Makas – Marketing Technologist

We recently posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference in December. Between now and the start of the event, we’ll be sharing their answers with you. Be sure to see additional Speaker Spotlights from our upcoming conference.

Brian Makas - Gilbane Conference Boston 2013Speaker Spotlight: Brian Makas

Director of Marketing Technology & Business Intelligence

Thomas Publishing

Follow Brian on Twitter @BrianMakas

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

I’m the Director of Marketing Technology & Business Intelligence for ThomasNet, does that count? While I’m very fortunate to work for a company that realizes the importance of a formal marketing technology team, I can’t say that I know of many other people with marketing technology in their job title.

The most important responsibility of any marketing technologist is to act as a trusted advisor and navigator. A marketing technologist needs to be aware of marketing’s goals at all times, be on constant lookout for hazards that may arise on the way to those goals and always be looking for alternate means of achieving those goals.

For example in my own role, when I’m looking to help our clients to prove (and improve) the ROI of their investment in ThomasNet, I’m always listening to their concerns and looking for a connection to technology:

  • What applications already exist that we can leverage?
  • What can be tracked and quantified?
  • When technology alone simply can’t connect the dots, how can we prove the influence their investment had or modify their program to maximize their likelihood of getting a strong ROI

Over the years I’ve found that unless you’re aware of what’s available and what’s going on behind the scenes it’s often impossible to even realize opportunities you’re overlooking or to notice seemingly minor details that can haunt you for years to come. Likewise, if you wait until a project is fully scoped out before involving IT, they may be able to develop what you ask for but rarely are able to develop what you really wanted. On the flip side by working as a part of the marketing team, and keeping my ears open at all times, I’m able to jump in months before IT would typically become involved to explain said opportunities and risks.

While it will certainly take time for the title to be broadly adopted, I feel the role itself is very common. I found my own start in marketing technology by inviting myself to meetings no one thought I needed to attend and offering suggestions that no one asked for. I have no doubt that as marketing’s success continues to rely on its use and understanding of digital technologies, more people will continue to champion the cause and the formal role will quickly become a critical part of every successful team.

Where You Can Find Brian at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience
Session C1. Q&A with Real Live Marketing Technologists
Tuesday, December, 3: 1:30 p.m. – 2:30 p.m.

Complete Program Conference Schedule Register Today

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Gilbane Conference Program Posted

The Gilbane Conference program has been posted.

The Gilbane Conference on Content and the Digital Experience will be held at the Westin Boston Waterfront, December 3-5, 2013. Join the content managers, marketers, marketing technologists, technology and executive strategists, and other industry thought leaders who are defining and building next generation digital experiences.

The conference includes 80+ speakers, 6 keynote presentations, 30 breakout sessions, and 6 half-day in-depth workshops. Also, in addition to the technology showcase there are 11 Product Lab or Case Study sessions open to all visitors.

You can also download a PDF of the advance program, just remember the website is more up-to-date with all the latest additions to the event.

Important links to the Gilbane Conference details:

Program Schedule Workshops Hotel  Sponsors

Register Today!

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Gilbane Conference Speaker Acceptance Notices

We have just sent out a batch of acceptance notices to those who submitted a proposal to speak at our conference in Boston this year. As we mentioned in a recent post, we had a record number of proposals this year and are only going to be able to include about 20% of them.

It will be another week or two before all acceptance notices are sent.

We will be emailing everyone who wanted to speak whether we can fit you in or not, but will be holding off until we are pretty sure about everyone’s status.

Thanks for your patience!

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